Festive Trends Unwrapped: How UK Shoppers Are Celebrating Christmas 2024
As Christmas 2024 approaches, we explore how UK shoppers are adapting their traditions to balance festive cheer with economic realities.
Our latest survey, conducted via The Taste Collective consumer panel, uncovers shifts in dining, shopping, and spending habits compared to last year. From the rise of pubs as festive hotspots to evolving shopping habits, here’s a snapshot of what consumers are prioritising this holiday season:
Eating Out: A Mixed Bag for 2024
Decline in Dining Out: 8% fewer people plan to dine out this Christmas compared to 2023.
Q: Would you normally eat out over the Christmas period?
Changing Preferences: While restaurants and Christmas markets are slightly less popular (down 4% and 14%, respectively), pubs are on the rise, with a 3% increase in planned visits.
Q: If yes, where will you eat? Please select all that apply.
Cost as a Barrier: High costs remain the top reason for not eating out, but there’s a notable 10% increase in people choosing to eat at home instead.
Q: If no, why not? Please select all that apply.
These findings highlight an exciting opportunity for food brands to meet evolving consumer needs. Whether it’s tapping into the pub dining trend or offering high-quality, affordable festive staples to enjoy at home, there’s room to innovate and resonate.
Christmas Food Shopping: Budgeting with Care
Consistency with a Twist: 75% of respondents plan to shop similarly to previous years. However, subtle shifts are noticeable—4% are planning to spend more, while others are opting for different items to manage costs strategically.
Q: Think about your food shop for the Christmas dinner. Do you plan to do the same this year as previous years? Please select all that apply.
Spending Adjustments: Interestingly, 4% more consumers report buying less food overall this year. Yet, there’s a decline in those switching to cheaper items (-11%) or choosing own-label products (-9%), suggesting a move toward balancing value with quality.
Q: If you are planning to spend less, what are the reasons for this? Please tick all that apply.
Shopping Habits: While 7% fewer shoppers are switching to more affordable supermarkets, 7% more are sticking to their usual stores, indicating increased loyalty or satisfaction with current options.
Q: If you are planning to shop somewhere different, what are the reasons for this? Please tick all that apply.
For brands, this indicates a delicate balance consumers are striking between budget consciousness and maintaining quality. Retailers can focus on customer retention strategies and promoting value within premium categories.
Shifting Product Choices: Quality Over Quantity
What’s Driving Change? Trends reveal a slight increase in those seeking trending products (+2%), while 5% more consumers plan to stick to familiar purchases rather than explore different items.
Evolving Reasons: Consumers cite focusing on quality over quantity, exploring new foods, and cutting back on luxury snacks as key drivers of their changing purchasing decisions.
This highlights an opportunity for brands to position themselves as reliable, high-quality choices that don’t compromise on indulgence. Seasonal or limited-edition launches can also capture the interest of those exploring trends.
Q: If you are planning to buy different items, what are the reasons for this? Please tick all that apply.
What This Means for Food Brands
The results underscore a dynamic consumer landscape where economic pressures coexist with a desire for quality and tradition. Here are the key takeaways:
- Dining Shifts: As pubs gain popularity and dining out declines, brands have a chance to innovate around at-home dining solutions that replicate the festive dining experience.
- Shopping Loyalty: Growing loyalty to familiar supermarkets suggests opportunities for partnerships and exclusive product placements.
- Balancing Act: Brands that deliver high-quality products with a strong value proposition will stand out, especially in trending categories like indulgent snacks and premium staples.
If you’d like to explore these findings with us further, or find out more about our consumer market research service, please get in touch here or email info@hra-global.com.
